The advertising world doesn't need another agency or AI-powered recruiting platform. And we didn't think so either. It's time for something new – a full-service talent brokerage.
Experience is a superpower.
A world made better by harnessing the power of people’s unique strengths and experiences.
Use innovation and efficiency to create amazing opportunities for brands and talent.
All the innovative ideas we couldn’t get through the legacy systems or antiquated management of previous agencies: that's Area of Expertise. We knew small teams move faster. Talented people don’t need to be micromanaged. Category experience matters. People can be productive from wherever they want. Holding companies drive up costs. And less overhead brings more value.
Area of Expertise is a full-service talent brokerage with some of the best, brightest, most accomplished people in the advertising industry. Offering a wide range of skills – plus expertise in almost any business category or vertical you can think of. Your curated freelance team works remotely on your project because it’s more efficient, creates access to better talent and our technology is a wonderful enabler. Plus they can do all that an agency can do – just better, faster, more effectively and with less stress for everyone.
Working together as a team and with the client creates the best results.
Great ideas come from having diverse voices in the room.
Constantly explore new ideas to reduce friction and improve experience.
Assume the best in someone and you'll get their best.
Always believe something wonderful is about to happen.
Never settle for anything less.
Jim has been around the country at small agencies and big agencies. He’s worked on luxury brands, irreverent youth brands and almost everything in between.
During his career he's helped pitch and win Xbox, Uber, Kia, VW and numerous others. He created the Bacardi & Cola campaign, launched the Beetle on the Super Bowl, rebranded a nutrition company and led the effort behind getting the Verizon Guy to switch to Sprint.
Throughout that time, as ECD, he remade the creative departments at Swirl, Campbell-Ewald/LA and multi-cultural agency Walton-Isaacson. He also helped build the teams that worked on the Sprint and VW business, both at Deutsch.
Dena brings 16 years of integrated production and project management experience. Most recently, as Partner/Head of Business Planning & Delivery at Omelet, Dena oversaw all internal business & project planning, forecasting and analysis, ensuring strength of organizational models and profitability across all aspects of service delivery.
Throughout her career she’s overseen cross-platform campaigns and content for Microsoft, AT&T, Walmart, HBO, Sony, Disney, Nickelodeon and Whole Foods Market. She also won an Emmy for her work on the ESPN branded content series Off Mikes.
Jim is extremely creative and knows how to translate that creativity into a business context delivering superb results.
Antonio Pujala, Brand Director @ Tracfone Wireless
Dena is able to inspire confidence in project teams and clients alike ensuring that everyone keeps sight of the quality of the final deliverable.
Michael Bellavia, CEO @ HelpGood
Jim is the consummate creative professional, always collaborative with colleagues and clients alike.
Don Lupo, Executive Director @ ThinkLA
With an admirable flair for budgets forecasting, tracking and analytics, Dena builds and leads teams with ease.
Lisa Motel, Sr. Project Manager
I worked with Jim on several award winning ad campaigns plus he’s easy to get along with under stressful environments.
Dave Curtin, VP Strategic Partnerships @ SongTradr
On every project, Dena is a highly efficient problem solver to her core and never lets the work we love doing feel like toil.
Ami Armstrong, Executive Producer @ Mr. Nice